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It’s pretty common to hear that business is built on solving problems. If you want to make money, solve problems. If you want to have a successful brand, solve problems.

But then there’s the moments when you realize what you’re trying to build doesn’t really solve any problems. You hear the term “nice-to-have”, and you adopt that term into your mindset.

  • “My product isn’t a necessity.”
  • “What I do doesn’t solve a problem.”
  • “It’s just art.”
  • “I don’t know how to tell someone how this thing benefits their life.”
  • “It’s just a nice to have.”

If this is you, you’re not alone, and you’re not breaking new ground.

That’s because “nice to have” doesn’t exist.

Today’s episode is a crash course on how to market and brand something that doesn’t solve a direct problem, something that people might refer to as a “nice to have”. We’ll even show you how companies are making billions every year even though they aren’t solving problems.

Highlights, Takeaways, Quick Wins
  • “Nice to haves” and “need to haves” don’t exist—everything is a “want to have.”
  • The value of something to someone is determined by what they’re willing to exchange for it.
  • There are a lot of different kinds of value you can bring to someone else’s life.
  • Make your content a story.
  • The product you’re making can impact people in deep ways, and that is valuable.
  • Tell a story that resonates with your customer.
  • Help the customer think beyond what they see.
  • Get the customer involved—connect with them.
  • Stop devaluing your work and understand that you have the ability to spark a movement.
Show Notes
  • 02:37 Cory: I got a question a while back, and we’ve been working up towards this topic. We have addressed it here and there, but my question was from Amanda. She said, “I have found a nice to have that people are responding well to, but I sometimes have a hard time figuring out the way to tell them the benefits to their lives, because I’m not a person who often purchases nice to haves myself. If it doesn’t have a practical purpose, I don’t buy it. And here I am, trying to get people to do the one thing that I refuse to do.”
  • 03:12 I thought that was a very interesting perspective on this whole world of “nice to haves.” Any time I say “nice to haves” from here on out, you can picture me using air quotes. Kyle, this is such a huge issue, and we’re going to jump right in.

“Nice to Have” Is a Misnomer

  • 03:56 Cory: People often say that there are a couple of categories when it comes to buying/selling/consuming/commerce/etc. They say that things fit into “need to have/must have” and “nice to have.” The “need to have” is where someone says, “I have this problem, and I need to have something that fixes that problem.” Let’s say that I’m a small business owner and I don’t have a website. That’s a problem, and I need to have a website in order to make sales and stay in business. I need to hire someone, a web designer, who solves my problem.
  • 04:48 Kyle: There’s a whole other way to look at that as well. There are certain businesses out there who feel like owning a website is a nice to have. They’re a brick and mortar location, and they don’t feel that they need to have a website. Whether you agree with that direction or not, that’s where they’re at. They see it as a nice to have. There are businesses out there for which a website is a need to have—they need to have that to be in business.
  • 05:17 Cory: That’s true. I’m going to pop the balloon of preconceptions, because I believe very passionately in this subject.
  • “Nice to haves” and “need to haves” don’t actually exist, because everything is a “want to have.”

  • 05:58 That’s the truth. Everything in commerce is based in transaction. Transaction is conducted between two or more parties who believe what they have is not as valuable as what they’re trading it for. They want what the other party has. They find value in that thing. It’s all based in desires, which means that “nice to have” and “need to have” are both misnomers. They don’t accurately represent what we’re talking about here.
  • 06:35 With the business problem you have, you created the problem. It’s necessary to your survival. The need to haves of this world are the things that help you actually survive, like food and water. Those are need to haves. Shelter is a need to have. Community is a need to have. Everything that can boil back down to who we are as human beings, those are actually need to haves.
  • 07:07 When we get to the place where we say, “You don’t actually need that solution. You want that solution because you want the outcome,” suddenly, the different between the “need to have” and the “nice to have” isn’t that big. Value is subjective. The value of a thing to someone is determined by what they are willing to exchange for it. I mentioned this on Fired Up Mondays, which is a Community exclusive show that we do.
  • 07:36 I mentioned recently that there was a photograph of a potato. You can google it. Say, “Million dollar photograph of a potato.” That thing sold for a million euros, I think. People were going through the house of a photographer. He was showing off his photos. They saw the picture of the potato and said, “How much?” He said, “A million euros.” And they bought it. Why, Kyle?
  • 08:06 Kyle: I have no idea. There are a lot of things like that.

The Value of a Thing

  • 08:21 Kyle: I want to do some framing. That’s a big issue. Framing around all of this is really important. For some reason, there’s a huge misconception around money. It’s seen as this emotionally connected superior possession to everything else. To ask for it or to use it, however you’re mostly involved or connected emotionally, it’s tough for people to break that barrier. Let me give a scenario real fast.
  • 08:56 You have a shirt you bought, but you’ve never worn it. Let’s say you bought it three weeks ago. Your friend has an art print that you want. They’ve recently made it. They advertised it wherever, and you really want this art print. You both agree to trade the shirt for the print. This is a barter system, which is how commerce used to work. What has really happened there, in monetary form, is that you’ve just given your friend $25—the $25 you paid for the shirt—in exchange for the print.
  • 09:35 Or visa versa. You could look at it as him giving you $25 in the value of the print for the shirt that you had. Either way, you’ve just exchanged some form of monetary value. Money is nothing more than a resource. Stop being emotionally connected to this thing and thinking that everyone else is emotionally connected to it, that it’s not something you should talk about or figure out how to plan for. That’s the big disconnect with nice to haves.
  • 10:09 “Well, I’m taking this thing from them for this other thing that may not have a huge purpose in their life,” and it feels like an emotion.
  • Everyone spends money on things that benefit themselves, that they deem important.

  • 10:31 That’s how we use that resource. With that framing in mind, would you purchase your nice to have product? Just you. Pretend that nobody else exists. Would you purchase your nice to have product? Is it something you would find value in in your life? It doesn’t have to be something you “need” or whatever, but does it bring something to your life, even if it’s a reminder of something?
  • 11:02 My second question is this. I think this is a huge one. What would you do if you could no longer purchase clothes, there was no music, and there was no art, photographs, or anything to hang on your wall? Imagine that situation. As I thought through that scenario, I realized that’s what we here in the US call “solitary confinement,” when you’re in prison. They put you in solitary confinement, and you’re alone in a room.
  • 11:33 You don’t get to choose what clothing you’re wearing. There’s nothing on the walls. There’s no noise, no music, nothing. That strips away everything that brings some form of happiness to that individual, no matter who they are. These things that we deem “nice to haves,” saying that they’re throw away items that don’t add value to anyone’s life… Well, imagine if they didn’t exist.
  • 12:05 Cory: It’s like the Matrix. The picture that comes into my head is a dystopian future. There was a movie called Equilibrium with Christian Bale that I really enjoyed. In this particular time, the government was burning art because they wanted to do away with emotion, saying that emotion was the root of all problems. To solve that problem, they got rid of the nice to haves.
  • You don’t figure out the value of something, unless you’re figuring out its value to you.

  • 12:54 It doesn’t matter if it’s a service or a product. It doesn’t matter if it solves a problem or not. What matters is that the person on the other end of the exchange wants and values what you offer. That’s what’s important about what Kyle is saying. If you say that your product is “just a nice to have” or “just this” or “just that,” you’re devaluing their valuation. You’re placing your belief system about your product on those people, and you need to stop doing that.
  • 13:36 Kyle: You’re not taking a piece of them, either. That’s important. You’re not asking them to give up part of their life. They decide what the value is. They’re deciding to use what is essentially a universal bartering system. Eventually, people realized that you can’t barter everything. If you want something that’s the equivalent of $300 and you have something that’s $20, in today’s world, you could take that thing, sell it, get $20, and add that to your pile for the $300 thing.
  • 14:09 That could add up over time. In the barter system, you would have to amass all these possessions so you could trade it off for the more expensive thing, or you’re just out of luck. Essentially, money has become a resource we can use in a universal way. If someone wants what you have and they decide to purchase that, they aren’t giving up this magical resource. They’re coming to you with four apples and a mango saying, “I would like to have this print to hang on my wall.”
  • 14:48 Cory: You’re not gathering up 5,000 sheep to trade for the castle. These are good sheep, blemish-free, all from a single stock.

Different Kinds of Value

  • 15:11 Cory: We buy things that don’t have practical purpose all the time. You’re drinking coffee right now. You might say, “Oh, it has practical purpose,” but guess what? You could do plenty of other things to wake up.
  • 15:28 Kyle: That’s part of it. For me, it’s also the process of making it. It’s something I enjoy doing. I spend more than the average consumer on coffee. Even someone who says that they like coffee, I spend more than that person. I spend maybe $25 or so every two weeks or so on coffee. I buy nice, whole bean coffee. That’s something I want to have in my life. I know that it’s not a necessity. I know that, at any time, I could trade that in and start doing something else.
  • 16:00 I don’t feel like these coffee bean roasters are saying, “Hey, you have to pay us $25 every two weeks or you can’t live anymore,” or something. I know that I could trade that in. I know that I could stop drinking coffee and change something in my life. This is something that’s important to me.
  • 16:16 Cory: I also want to say this. In a lot of cases, people talk about value based on, “This solved my problem. Here’s the ROI. Here’s the monetary value of this thing.” A lot of people don’t consider this, though.
  • There are a lot of different kinds of value you can bring to someone else’s life.

  • 16:44 You can bring entertainment value, self esteem value, problem-solving value, monetary value, and so on. There are so many. We’re going to need to do a whole other episode on the kinds of value you can bring to someone else’s life and their personal world through what you’re doing. Even in the chat right now, Lisa just said that she’s looking around at the room at all the nice to haves she’s purchased over the years and how much joy they still bring her.
  • 17:13 There is a lot of power in that. There are things that are tools and there are things that bring other kinds of value and worth into our lives. People pay for things that don’t have a practical purpose all the time. The other day, I bought another shirt. I have so many t-shirts, Kyle. Mostly, the graphic t-shirts that I buy now are to support my friends, and because I like the message and the story.
  • 17:49 LifesBetterWhenYouMakeStuff.com—Levi Allen, a good buddy of mine, came out with this shirt, because his motto is that life is better when you make stuff. I bought it. I don’t need another t-shirt. I don’t. I’ve got plenty of shirts, but I wanted to support him. I like what he’s about and what he’s doing. I like the story around that product.

Does Lego Solve a Problem?

  • 18:17 Cory: I want to get into some practical aspects of how to monetize something that isn’t practical—how to market it, how to brand it. We’ve only got a limited amount of time. We’re going to have to do a lot more. There is a resource I’ll tell you about at the end of this show that I’m going to be working on and releasing sometime over this next year. It’s not made and I’m not marketing it yet, which is the worst, but I’m going to talk about it anyway.
  • 18:45 The first thing you need to do when it comes to figuring out how to brand, sell, or market your nice to have product is to study how big nice to have companies sell their products. The first company that came to my mind—you saw my notes, Kyle, but if you hadn’t seen them, what would you have thought I was going to say?
  • 19:22 Kyle: I don’t know what I would have said, because I’ve seen it now.
  • 19:27 Cory: Who’s one of the biggest nice to have companies that you know?
  • 19:39 Kyle: Toys R Us! They’re a giant toy store with only toys, something kids use for a little while and forget about later. Or do they?
  • 19:53 Cory: In the chat, people are saying, “Apple, Nabisco, Netflix, Disney…” The first one that came to my mind was Lego. If you don’t know what/who Lego is, the rock you’re underneath isn’t a safe place. Come out! I love Lego. I love their marketing. I love their business. I love their model.
  • 20:35 The name Lego actually comes from the Danish words “leg godt,” which means “play well.” I looked up some facts. They have facts on their website. On average, every person on earth owns 86 Lego bricks. That’s hundreds of billions of Lego bricks! Plastic little bits. What problem does Lego solve?
  • 20:52 Kyle: I loved Lego when I was growing up. I’m getting to what they solve, hang on. That was my number one thing in childhood, playing with Legos. I don’t know what your response would be to this question, but when I think about what problem they solve, I think about how I had this need to solve problems and make things when I was younger, and that was my outlet for it. That got me into the mindset of thinking of things.
  • 21:34 I would organize by colors, because I was destined to be a designer. I wanted everything to color match. I would build things in dimensions. You start to understand dimensions a little bit better when you play with Legos, because you start to understand how things work in three dimensional spaces and how to build them. I could go on and on. There’s that, and then later in life, honestly, I don’t really buy Lego sets anymore.
  • 22:04 I’m looking forward to the day where I have kids to buy Lego sets for. Every year, my wife and I do this thing called Angel Tree. I don’t know if it’s called that everywhere, but it’s a thing here. Kids who’s family doesn’t have the financial means to buy a lot for Christmas, you buy them toys or gifts for Christmas and you give them to them. Every year, I’m super excited if one of the kids loves Legos, because I get to buy Legos and give them to somebody.
  • I have an emotional connection to Lego from my childhood—it reminds me of when I was younger, learning things that I see as a huge benefit to my life.

  • 23:03 Cory: That can be your answer. There’s no right or wrong answer.
  • 23:08 Kyle: It’s different for other people.
  • 23:11 Cory: Lego doesn’t solve a problem. They’re not in the business of solving problems. The outcome might be that there are problems that are solved, but it’s a toy. It’s a toy that’s there because of imagination and creativity, which I’ll get to in just a second. I would look at Lego and say, “That is a nice to have,” based on everything that people classify “nice to haves” as. It doesn’t solve a direct problem, unless your direct problem is, “I need to build this house out of Legos.” Their 2015 revenue was $5.4 billion. For a toy and its subsidiaries.

“Nice to Haves” Shape Culture

  • 24:14 Auro Trini Castelli, head of strategy at Gyro, in Advertising Age, wrote, “Lego is actually suggesting that the brand is not competing in the toy business, but both culturally and societally, in the business of imagination.” He goes on to say, “Just like Lego, iconic brands don’t just try to be part of their culture or infiltrate pop culture, they shape our culture.”
  • 24:44 I went and looked up some of the ads, some of the marketing that Lego has done, and one of them is a picture of a kid holding a truck that he made out of Legos. It looks terrible, and the on the ad in the magazine it says, “He’s as proud of that truck as you are of him.” Another one is a picture of a young girl holding a castle or a house, and it says, “It’s one of a kind, as she is.”
  • Companies like Lego, at their core, dive deeper than solving a problemthey’re molding culture and bringing parts of our humanity to life that had been dormant.

  • 25:24 That is one of the biggest things that I want people who think that their product or service is just a “nice to have” to take away from this. There is such an opportunity here to unlock aspects of who people are at our core. All these people in the chat, in the Community right now, are talking about being fans of Lego, the different kinds they liked, like the little gold coins or the classic robber guy.
  • 25:57 People are engaging. They love their memories with this piece of plastic. It is a piece of plastic. That’s the point. When you reach into culture and mold it, when you’re a culture-shaper, when you’re in the business of imagination and you start with the people and you look outside of the value that only comes from solving a problem, there is a whole universe of possibility and value that you can bring to someone’s life. That’s a cornerstone of what I want to communicate this episode.
  • The product you’re making can impact people in deep, incredible ways, and that is valuable.

  • 27:02 That is what shapes our world and shapes our culture. It’s huge.
  • 27:08 Kyle: I’m in San Antonio, Texas. Not too far away is Houston, Texas. I grew up on the other side of Texas. At one point, when I was younger, we took a trip to Houston, which is where NASA headquarters is. We did the tour of NASA headquarters, and it was really fun. We got to see all the buildings and see inside, see some of the spaceships, and they kind of have this museum thing set up in there.
  • 27:39 There were even these glass cases with Lego space ships built in them. They had this exhibit for Lego space ships. We went around the whole facility. We got to tour everything. I was excited. I was a kid who grew up loving space, space exploration, and all of those things. We leave there, and I hadn’t said much, in my typical young INTJ fashion. We got in the car and we were talking, and for some reason, my parents said that I was like, “I know what I want to do in my life now.”
  • 28:18 I was really young at this point. They were like, “Oh really?” I hadn’t talked about what I wanted to do with my life at that point. They thought, “Oh man, Kyle wants to be a NASA space engineer. This is exciting!” I was like, “I want to build Legos for NASA!” It was that amazing to me.

3 Pillars of Branding a Nice to Have

  • 29:09 Cory: Here’s what it takes. This is just a crash course. We don’t have a lot of time. Number one, story. Tell a story that resonates with the customer. You have to include story. Story is so important, first off, when it comes to selling anything, but more so when it comes to selling a non-problem solving thing. No one cares that the shirt you’re selling is a tri-blend with 50% cotton, 25% polyester, and 25% rayon. They care that it’s soft.
  • 29:53 They care that the design that’s on the shirt tells a story. I didn’t care what the make or the specifications were of this shirt I’m wearing from Levi. I care that the design tells a story, and I care that the story represents me. They care that it’s soft, they care that the design tells a story, and they care that the story represents them, when it comes to a nice to have shirt. Sometimes people complain because we only talk about big corporations, so I’m going to talk about a small business here.
  • 30:27 Tinlun Studio, owned by our buddy Terence Tang, he does lifestyle products like shirts and apparel. He’s building up this brand, and he just released a new collection at TinlunStudio.com. He calls it the Discovery Collection. He released a case study with those products, explaining the thought process, the story, and the creative journey for making the designs.
  • 30:57 It paints a picture beyond just the specifications of the products. People can find themselves in the story. One of this designs is Stay Humble. Another, One Small Step. Another was Find Yourself, and that had a really incredible story to it. I love it.
  • You have to tell a story that resonates with the customer.

  • 31:17 Going back to that Lego ad, “He’s as proud of that truck as you are of him.” There is such a huge statement of value there, such a story of family, love, growing up, learning, and creativity. There’s such power there. The first pillar is to tell a story that resonates with the customer.
  • 31:40 Kyle: Really fast, with that advertisement you mentioned, take a step back. They spent lots of money on this ad, getting it produced or the distribution of it. They spent time and energy on it as a company, and this is an asset for them. They don’t mention, “We make the best playing toy brick modeling sets out there. We have some new Lego set we’ve built. We have some new partnership with another company.” It’s all about the people involved.
  • 32:23 There is absolutely nothing about Lego in that advertisement except for a child holding something they’ve built out of Legos. That’s it. That’s impactful.
  • 32:35 Cory: It’s super impactful. If you can tell a story without words, you can even remove those words and tell a story, and then you just add on a few simple ones. There is such power there. Pillar one is story. Pillar two is imagination.
  • Help the customer think beyond what they see.

  • 32:56 Imagination. There are some people who believe that music and art are nice to haves, and the band that first came to my mind when I thought about this is called OK GO. I love OK GO. I don’t listen to a lot of their music, but they’re an American rock band, and they do a bunch of songs. They don’t just stop with the music, but they always come up with these ridiculous music videos that they release in tandem with their singles or with their albums.
  • 33:29 They’re incredibly creative. I think their first really big one, I don’t remember what it’s called, but they’re on these treadmills that are just going, and they do this choreographed dance, stepping on and off and dancing around these treadmills. They just released one recently that was filmed in incredible slow-mo, a super high frame rate. It only took a few seconds to shoot the first shot, and then they slowed it down and fit it to the music of that particular song.
  • 34:02 They’re incredibly creative. All of them have gone viral. They’re brilliant, and it forces you to have imagination as the viewer. You don’t have to go over the top, like these guys had exploding guitars and whatever, but you do need to draw people in. In the chat right now, people are telling me about videos they know from memory. The zero gravity one! I haven’t even seen that one.
  • 34:27 These things are impactful. They’re telling a story through their music, and they’re helping you have imagination, making you think, and helping you believe in something magical, in a sense. These are two pillars. We’re talking about pillars of how you can brand, market, and sell your nice to have. You start with a story, bring in imagination, help the customer think beyond what they want to see, and third, connection.
  • The third pillar is connection—get the customer involved.

  • 34:59 2013. One of the biggest worldwide nice to have brands is Coca Cola. They started a campaign in the summer of 2013 called Share a Coke. Did you ever see this going around, Kyle?
  • 35:26 Kyle: Probably not, because I think that was about the time I quit drinking soda at all.
  • 35:32 Cory: I’ll bet you’ve heard of it, though, but this was the campaign where you could swap out the logo on the can or bottle with your name or with someone’s name. I went on the Share a Coke case study on their website, and here are some of the facts. Over 1,000 names were on the bottles. 998 million impressions on Twitter. 235,000 tweets from 111,000 fans using the #shareacoke hashtag. More than 150 million personalized bottles were sold.
  • 36:03 Over 730,000 glass bottles were personalized via the eCommerce store. 17,000 virtual name bottles were shared online across Europe, and there were 65 experiential stops on the Share a Coke tour. Talk about getting people involved. That’s huge. That’s incredible. They knew that if they wanted to tell a story, to get people’s imaginations going, they had to get the customers involved. Coca Cola understood that they had to increase the connection between them and their consumer.
  • When you have a connection with your customer, you get to a point where you ask for a sale and they’re going to buy.

  • 36:36 We mention him all the time, Jeff Sheldon at Ugmonk. He releases shirts, and every once in a while he has something a little bit different, but his biggest product is shirts. People go in droves whenever he has new shirts.
  • 36:57 He has such a loyal fan base. It’s not because, “Oh, it’s a new shirt that I don’t have. Oh my goodness, shirts, shirts, shirts.” It’s because they’re connected with the brand, with Jeff. They love Ugmonk. There’s actual connection there. There were two bands that I really liked that had two different ways of getting people involved. One of them crowd-sourced their album artwork.
  • 37:24 Their fans sent in pictures of their face, and they used all of those as a montage to make another image. If you looked really really hard, you could find the picture of your face inside of that artwork. I thought that was so cool. There was one recently where they had a song they were doing, it’s an instrumental band, but they had this part they were doing where they had their fans send in audio recordings of them doing this one melody.
  • 37:56 They mixed all of that together to be a crowd-sourced choir that ended up being mixed on that song. It’s an incredible piece. I love it. Talk about getting your people connected, getting them involved. That’s huge. There’s such power there.
  • 38:14 Kyle: I’ve actually heard that Taylor Swift will have her fans over to her house to hang out and talk with them. Who’s doing that? It’s awesome.

Copywriting & Content

  • 38:26 Cory: There are so many ways that you can do this. It’s not just like, “Hey, share the hashtag,” or, “Hey, retweet my tweet.” That’s not what it’s about. It’s about relationship. All of this is about relationship. Your story is there to tell a story that resonates with the customer, help the customer think beyond what they see with imagination, and then get the customer involved with connection.
  • 38:48 That is how you start to bridge the gap between, “Oh, I have this thing that doesn’t really solve any problems,” to having a relationship. Now you have a loyal fan base. Guess what? We’re people. It’s not just about commerce anymore. Now you’re sparking a movement. Isn’t that incredible? I think people stop at, “How do I get people to buy the thing that I’m making?” Instead of, “How do I create a movement that will help other people and benefit them in their life?”
  • 39:22 That’s where all of this leads. If you’re coming to the end of this show and you think that you “just have a nice to have,” you need to stop devaluing your work and understand that you have the capacity to spark a movement, something bigger than yourself, unlocking dormant depths in the human heart. People say, “Cory, you’re getting too extreme. You’re all emotional about it.”
  • 39:48 Guess what? We’re emotional people! You engage with people on a deep level. It’s different in different cultures and languages, absolutely, but there’s such power there. That’s all I have.
  • Copywriting and content marketing are the glue that hold story, imagination, and connection together.

  • 40:29 If you have all of these things but you don’t have good copy, you don’t know how exactly to get your message across, it can be difficult. If you’re trying to sell something, if you’re trying to get people to buy into the movement, and you actually want to help them and make their life better, you’re trying to get them closer to their version of success, you need to have good copywriting. That’s a whole other piece that we can’t get into in this show.
  • 41:01 One of the things we have here at seanwes is Supercharge Your Writing. It is a master class on copywriting, on learning how to sell with writing and grow your business with writing. SuperchargeYourWriting.com is where you can go, and you can sign up on the list. Enrollment is currently closed, but we will be opening it back up. It is going to be such an incredible help for people.
  • 41:27 We have people who have been helped by Supercharge Your Writing. Learn copywriting, and when you piece it together with these pillars, and you can sell, connect, and build relationships with your writing. That’s where everything flows out of there.
  • 41:49 Kyle: I heard something great recently. I was listening to a book by Joe Pulizzi called Content Inc. It’s a good book. I liked how he framed this. He said, basically, that your content should be a story. It’s not just a blog post about something. You can repurpose that into other forms of content if you write a blog post, or even if you write a sales page.
  • 42:38 You can start to translate that into other forms of content, like a video you produce, a podcast you produce, or whatever other forms of media you produce as content. You can take that writing and convert it into that. You can do that because there’s a story, either an overarching story or a specific story for that piece of content.
  • When there’s a story to your content, you can expand it into other forms of media.

  • 43:06 That’s important, and it’s something Supercharge Your Writing addresses—writing in a genuine way. “This is the story I have to tell. This is why this thing exists. This is why I’m doing what I’m doing.” It allows you to express that when you write it the correct way. If you can write it the correct way, you can create so much content for your brand, your audience, and anyone you’re trying to connect with.
  • 43:37 Cory: Also, if you feel like you got to the end of this episode and it has been helpful and you just want more, I’m going to be producing a course. It isn’t going to be a full blown college, university-level course, but you’re going to be able to get such value out of it. It’s going to be at NicetoHaveCourse.com. I announced this a while ago. I was originally going to do a book, but I’m not doing that anymore because I think I can deliver the content in a better form in media form, through video.
  • 44:16 I’m going to go into all of these things in much greater detail. You’re going to be getting an incredible level of value. If you’re a musician, artist, author, a poetry writer, an entrepreneur—if you feel like you have a nice to have problem, I’m going to solve that. I’m going to help you learn how to craft a story that resonates with your customers. I want to help you unlock the imagination and figure out how to get the customer involved in a deep connection.
  • 44:50 Right now, you can go sign up to get notified when the launch is, and you’ll join the Invisible Details newsletter as well.